Are You Wasting 95% of Your Website Traffic?
We all work so damn hard to get visitors to our website so we can get more leads and sales.
- Some of us want more leads.
- Some of us want more e-commerce sales.
The sad fact is because up to 95 out of 100 visitors leave your site without converting.?They disappear into the ether and never come back. So 90% of the money you are paying Google for Adwords or Facebook for increasing the reach of your posts could just be wasted.
Did You Ever Buy The Frist Time?
Not only are 9 in 10 people leaving your site, but the simple fact is – unless you are buying a simple commodity product – no one buys the first time. Did you ever? Didn’t think so.
You Need To Create More Communication Opportunities
It’s been shown that the buying journey for most products is typically long, complex and involves 7 – 9 touches or advertising impacts before someone buys. So if the potential buyer only goes to your website once and can’t get back there easily – how’s that going to go? Disaster. You need to find a way to get them back to you and that’s were remarketing comes in.
The Benefits of Remarketing
Remarketing strengthens and reinforces brand recognition:
- The ads remind your visitors about your business.
- This improves the likelihood that they will respond positively to your offers.
- It helps them come back to your site when they are ready to buy.
In fact, Criteo recently showed, in some industries, prospects that were shown remarketing advertising were 70% more likely to convert.
What is Remarketing?
Remarketing or retargeting is a process that allows you to selectively target visitors to your website and display relevant ads to them as they move around on the web and social media. It’s different from traditional search or display advertising because you are only “talking to” people who have already been on your website. Three reasons, you should consider remarketing:
- Remarketing is easy to implement and can deliver near instant results.
- It is a low cost branding opportunity to reach an extremely valuable target audience very quickly and easily.
- And most importantly, we often see returns on investment of more than 500%.
For E-Commerce Sites
If you are running an e-commerce site, you should consider remarketing to bring visitors back to your site. The increase in sales can have a decidedly positive impact on your bottom line results.
Lead Generation Sites
If your site is mostly a lead generator, then you should also consider remarketing because, it can attract prospects back to your site in droves.
How Does Remarketing Work?
The diagram below shows the process. Put simply:
- You “Tag” visitors to your site with a tracking cookie.
- The retargeting platform “finds” your visitors across the web and serves your ads to them in real time.
- Your visitors click, return, and convert. You get more sales.
How To Set Up Remarketing On Your Website
There are several ways you can create remarketing lists. The the easiest way of doing it via your Adwords account. If you don’t have an Adwords account, get in touch and I can get you one with some free advertising on Google. To get started go to your Adwords account and in the left hand sidebar click on the label Shared library.
This will open a new page and section where you select the View under the Audiences section.
In the next stage you get the remarketing code and add it to your website. For someone with a wordpress site this is pretty easy. Otherwise email the code to your developer and ask him or her to install it on all the pages of the site ? it?s typically a five minute job for a CMS based website.? Don?t chose Set up dynamic remarketing at this stage ? it?s more complicated than you need for now. Email the code to yourself or your developer:
- Enter the email
- Select Send and continue
After this series of clicks, you will get to see the remarketing code.
- Grab the code ? copy and paste it into a notepad text file
- Note that the code must be installed right before the closing body tag </body>. This sounds complex but it?s not on most sites. It?s basically at the end of a each page just before the footer.
If you have a WordPress site you can add and activate the Adwords Remarketing Code plugin. When the code is installed, give it a few hours and check back that it?s installed correctly. You will see this confirmation in your AdWords account, when you revisit the shared audiences section.
There are a couple of other things you can do when the code is installed:
- Increase the Membership duration from the default 30 days to a longer period. In this case we have selected 180 days.
- You can also use sub-lists to remove some members from the above list to ensure they are not remarketed. It?s really annoying and just plain feels bad, when a company I?ve purchased something from remarkets to me. Just exclude the people who have been to the purchased page(s) from the list.
Build Your Remarketing Ads
You have your list you will need to wait for the list to build up over time. That?s why it?s important to start today. Once your list is worthwhile ? even 200 to 300 visitors – ?you will need some ads.? So hop back to the ?All Online Campaigns? section.
- Select the campaigns drop down.
- Choose display network ? because that?s where remarketing works.
- Name your campaign.
- Select the remarketing button.
You need to set some campaign settings.? Here?s a few settings I recommend you pay attention to. Cap the frequency, you want to remind people about you but not drive them mad with your ads.
Make sure you select your locations. If you sell in a local area, city or country only, then there is little point in remarketing to people who you can?t service.
Create Some Text and Banner Ads
- Write at least two text ads per ad group. You always want to be testing.
- Do the same for display advertising. The simplest thing to do is use the Display ad builder built into the AdWords interface.
That?s all there is to it. A few steps before you can start remarketing to your website visitors.
Some Tips About Remarketing
Vary Your Ads
Just remember that seeing the same ads all the time about your business will reduce response and there is a fine line between showing your ads and bombarding. So use remarketing advertising to create a consistent series of messages about your business via multiple ads.? If you use Google?s display ad builder, this won?t cost you a thing.
Experiment Experiment with limited time offers to generate action. Some examples are:
- For the next 2 days.
- For the next 8 people.
- 15% off ends Friday.
Beyond Basic Retargeting
There are many, many ways that you can implement re-targeting. Just don’t overdo it and track conversions because you can still lose money here. Here are some other examples:
- Target people who have added a product to your shopping cart but not purchased.
- Send specific messages that relate to a group of products. So if a visitor went to a “Mountain Bikes”, show mountain bike ads, not bike ads.
- Use remarketing to cross sell or upsell to customers. If people have bought a mountain bike, you can use remarketing to cross sell mountain bike gear and clothing.
- Use it to close a business deal. See this example.
- You can also use retargeting for mobile, and in specific cases, you can retarget people who have read certain emails.
Other Retargeting or Remarketing Platforms
- http://www.perfectaudience.com/ (also does facebook)
- http://chango.com http://sitescout.com
Banner Ad Generators
- Don’t forget about the one in the Adwords account
Landing Page Builders
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